MomTok is bringing the realities of modern parenting to TikTok. Yes, Gen Z is more likely than Millennials to be using TikTok—but YPulse data also shows that 43% of Millennial parents are using the app. Instagram moms often posted images of family life that conveyed perfection, but TikTok moms are “less Real Housewives and more real train wrecks.” They’re sharing more real, messy, and humorous glimpses of parenting life, and, of course, plenty of hacks to deal with kid-rearing problems, all in short rewatchable clips. Currently, the hashtag #momtiktok has 904.7M views on the app, so there is clearly an audience for the content, and brands should think about tapping into this creator subculture. (Ozy)
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